DESIGN AUDIT SERIES

Spirited designS in the bourbon aisle

DESIGN AUDIT SERIES

CRAFT BOURBON IN HIGH SPRITIS

Over the past year, there were more than 20,000 spirit items for sale, making it more important than ever for these brands to put their best bottle forward. Which U.S. craft bourbons are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

Over the past year, there were more than 20,000 spirit items for sale, making it more important than ever for these brands to put their best bottle forward. Which U.S. craft bourbons are winning the war at shelf—and what lessons can they teach us about creating powerful package designs? A new Nielsen study has the answers.

Compared to 4 years ago, there are now 27% more whiskey items for sale. For high-end whiskey items, this number rises to 43%.

What percentage of the time does the typical whiskey buyer makes decisions at shelf?Select your answer below.

With so many consumers making at-shelf decisions, it's essential to steal the spotlight as quickly as possible. Which top-selling design do you think stood out to most consumers within the first few seconds of looking? Select a package below.

Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Bourbon Package Designs

#1 Most Liked

#2 Most Liked

#3 Most Liked

Standing out is just the first battle, though. After that, consumers need to like a package design. Click to reveal the most liked designs.

Most Liked Designs Among West Coast Top-Sellers

#1 Most Liked

#2 Most Liked

#3 Most Liked

Some designs pack a lot of personality. Which design do you think seemed most masculine to consumers?

Which design struck consumers as particularly premium?

It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

It's essential that a package design fits with the brand and conjures the right kinds of associations for consumers. Which design do you think generated this word cloud?

Want to learn more about current trends and best practices for creating package designs that win with consumers in the bourbon aisle?